Play Matchmaker

Training Tip on Using Your Scarborough Data: Exercise #25

Scarborough can help you show clients how to attract customers. So become a “matchmaker” and show your clients where to go to reach their “ideal” customers.

Instructions for the Leader:

Step 1:
Run a Profile Report on a specific criteria (or “who”) for the client’s ideal customer. For example, one of the following might match their ideal:

Household income $50,000 or more
College degree or higher
Owns a luxury vehicle

The categories (or “what”) will be leisure activities, restaurants, etc.

Step 2:
Sort the categories (leisure activities, restaurants, etc.) to determine the best places in the market to “match up” with the ideal customers. Be creative and find ways to reach them through non-traditional radio revenue or by tying into events and promotions as a sponsor with the station(s).

Additional Instructions/Materials

Profile step-by-step guide

Suggested Online Courses

If your reps need more help with this topic, they may want to take:

Scarb 101—IQP Report
Scarb 102—Profile Report
Scarb 407—Entertainment and Recreation Workshop

To register, go to www.ArbitronTraining.com

For more information on Scarborough, go to www.Scarborough.com

Sales Tip Archive

More sales tips are coming your way. We'll keep each tip on file for you at www.arbitron.com.